UNIVERSITY OF ALBERTA School of Business
Department of Marketing, Business Economics and Law
Marketing 432 – Marketing Communications Section B2, Winter Term, 2008
Instructor: Ginny Holtby, M.B.A. e-mail:
Class Duration: Tuesday, January 8 – Thursday, April 10 Office Hours: by appointment Class Location: Business 3-6 Office: Sessional Office, HUB Class Times: 8:00 – 9:20
Class Days: Tuesday, Thursdays
Final Exam: 9:00 a.m. Thursday April 17
Textbook: George E. Belch and Michael A. Belch, Guolla M. (2003) Advertising and Promotion, Second Canadian Edition, Irwin McGraw Hill
Course Overview: This course introduces students to the field of integrated marketing
communications. Advertising and promotions, and their fit with overall marketing goals, are discussed.
Direct Marketing, sales promotion, public relations, sponsorships, interactive media and personal selling are examined with a focus on how each type of program fits into the overall marketing mix and goals.
Students are encouraged to consider how the suitability of various marketing communications programs differs according to organization type (corporations, small business, public and non-profit) and why.
Method of Evaluation:
Midterm Exam 25%
Final Exam 35%
Individual Assignment 1 15%
Assignment 2 25%
Notes:
Testable Material
Exams are based largely on the material covered in class. The material in the textbook is testable but is augmented by the material covered in lectures, specifically PowerPoint presentations and in-class discussion. In addition, we will be looking and discussing specific ads that appear in media during class. As a result, attendance is expected. Exams will test your factual knowledge and ability to apply the concepts, especially in terms of analyzing and synthesizing issues
Office hours: “By appointment” sounds so formal. My intention is to be available to students but specific times are often inconvenient for both of us. E-mail me to arrange an appointment or talk to me after class to set a date and time for a meeting.
Assignments
The first assignment, worth 15%, involves examination of a media chunk (such as weekly or monthly magazine, I hour television program, or a highly used website) and a discussion of the types of ads found in the media. This assignment should be no more than 750 words (approximately 3 pages). The discussion should focus on what you believe to be the target markets of the advertisers and how effectively the media appears to reach the inferred target market. More detail on what should be covered in the discussion will be provided in class.
The second assignment, worth 25%, is a marketing communications plan for a specific campaign. This assignment should be no more than 3000 words (10-12 pages). This can be completed individually or
as a group with no more than 3 group members. If done in a group, I will schedule brief conversations with each of you individually to discuss your contribution to the project. Topics covered in the market communications plan must include, but are not limited to, the following:
• The objectives
• The audience (target market)
• Role in marketing mix
o Image, product differentiation and branding o Other promotion mix factors
• The unique selling proposition.
• The basis for the appeal.
• The creative philosophy
• The tone or mood and manner
• The motivational appeal
• Measurement of effectiveness
Absences from Examinations:
Absences from exams can be excused ONLY on the basis of illness accompanied by a Medical Statement or, a family emergency/distress.
Your treating physician should complete the Medical Statement form. The Medical Statement form can be downloaded from the following website:
For a midterm exam your medical statement form should be presented to me as soon as possible (generally within two working days) following the missed exam. For final exams your medical statement form shouldt be presented to the Undergraduate Office ( generally within two working days following the missed exam. )
If an absence from the midterm exam is deemed to be excusable, the student will have an opportunity to make up for lost grades by writing an academic research paper on a topic selected by the instructor.
The length of this paper will be 2500 words for a missed midterm exam .This research paper must be submitted within two weeks of the missed exam. No make-up exams will be given.
Academic Integrity
“The University of Alberta is committed to the highest standards of academic integrity and honesty.
Students are expected to be familiar with these standards regarding academic honesty and to uphold the policies of the University in this respect. Students are particularly urged to familiarize themselves with the provisions of the Code of Student Behavior (online at and avoid any behavior that could potentially result in suspicions of cheating, plagiarism,
misrepresentation of facts and/or participation in an offence. Academic dishonesty is a serious offence and can result in suspension or expulsion from the University.” (GFC 29 SEP 2003)
Course Schedule:
Following is a course schedule. The content and timing may vary according to issues, discussions and current events that arise. You will also note that the chapters in the text are not covered in sequential order. Guest lectures will probably occur and will be marked into the schedule when confirmed.
Additional materials (e.g. journal, magazine and newspaper articles) may be handed out in class.
Examinations may include material discussed in class but not necessarily included in your readings, so it is expected that you attend class regularly.
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Marketing 432 Section B1, Winter Term
Date Topic EVALUATIONS/
Reading Prior to Class January 8 Introduction to Marketing
Communications – evolution to integrated marketing communications
January 10 Promotional Planning Ch. 1
January 15 Planning Process Ch.2
January 17,22 Positioning, IMC within Marketing Mix/Objective Setting -
Ch. 5 January 24 Participants and organization for
Marketing Communications – start on consumer behavior
Ch. 16
January 29, Consumer behavior/B to B behavior Ch. 3, 4
January 31 Assignment 1 DUE Assignment 1 – 15%
January 31 Discussion of assignments
February 5,7 Creative and media considerations – source, message and channel
Ch. 6, 7,8 February 12 Objectives, Budget, and
Measurement in context –intro to direct marketing, internet and interactive marketing
Review Ch. 5, Ch. 14, 15
February 14 Mid-term Exam MID-TERM EXAM- 25%
Feb. 18-22 NO CLASSES – Reading Week
Feb. 26, 28 Television, Radio and Print media Ch. 9,10 March 4,6 Measuring Effectiveness Ch. 16, 17 March 11,13 Internet and Interactive Marketing Ch. 15 March 18,20 Publicity, PR, Sponsorships Ch. 13
March 25,27 Direct Marketing Ch. 14
March 29 Assignment 2 DUE Assignment 2 – 25%
April 1 Sales Promotion Ch. 12
April 3 Out of home and support media Ch. 11 April 8 Regulatory, ethical and social aspects Ch. 18
April 10 Review LAST DAY OF CLASS
April 17 FINAL EXAM – Thursday – 9:00 AM FINAL EXAM – 35%
